Mitsubishi will provide two vehicles to serve as safety cars for the upcoming Pikes Peak International Hill Climb. The primary vehicle is a 2014 Mitsubishi Outlander, and a pair of Mitsubishi Lancer Evolution sedans will provide additional support.

The 2014 Mitsubishi Outlander has been decked out in red and yellow stripes, flashing lights, safety gear, and various sponsorship decals in preparation for the Pikes Peak race on Sunday, June 29. The three-row crossover is all-new for 2014. Engine choices comprise a 166-hp, 2.4-liter inline-four and a 224-hp, 3.0-liter V-6. Models with all-wheel drive also receive Mitsubishi's Super All-Wheel Control, which dynamically apportions torque to the wheels with the most grip. That should help when navigating all 156 turns on the Pikes Peaks course. Pricing for the 2014 Mitsubishi Outlander ranges from $23,820 to $34,720, including an $825 destination charge.

The Mitsubishi Lancer Evolution sedans that will also serve as safety cars will offer even more performance. They come standard with a 2.0-liter turbo-four engine good for 291 hp and 300 lb-ft of torque, all-wheel-drive, and a choice between a five-speed manual and six-speed dual-clutch transmission. Pricing ranges from $35,490 for the Lancer Evolution GSR to $38,690 for the Lancer Evolution MR, including a $795 delivery fee.

In addition to providing the safety cars, Mitsubishi will campaign the 12.42-mile Pikes Peaks course in a new electric race car called the MiEV Evolution II. It has a 50-kWh battery pack and four electric motors that produce a combined 536 hp. Last year, Mitsubishi entered an electric race car with a total of 322 hp.

The Big Game of football (which shall not be named) is the one day of the year when companies pull out all the stops of both their creative agencies, as well as company ad budgets, to make an impression on customers.

January 27, 2013

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